"We said, more explainers, more news-you-can-use, more recipes! Today, our readers query AI for all that stuff, whether it's ChatGPT or the AI summaries at the top of a Google search. They like the AI answers well enough and they don't click on article links, leading many publishers to predict a total loss of search referrals (and accompanying revenue) in the very near future."
"But not all publishers. Some media brands are doing just fine, reporting flat or even growing traffic from search over the past two years. A super-loyal fan base helps, but so does the nature of the news they produce. Here's the type of content losing to AI: explainers, how-tos, evergreens, aggregated news, resource lists, hours of operation for government offices, recipes."
AI conversational tools and search-result summaries are replacing clicks to explanatory and utility journalism by answering readers' how-to and evergreen queries directly. Many publishers have seen declining search referrals and revenue when audiences accept AI answers instead of clicking links. Some media brands maintain or grow search traffic through strong audience loyalty and by producing news that AI cannot easily replicate. Content types vulnerable to AI include explainers, how-tos, aggregated lists, and routine resource information. Resilient content types include hyperlocal reporting, real-time breaking coverage, exclusive scoops, distinctive first-person narratives, and investigative journalism that is too recent or unique for AI summarization.
Read at Nieman Lab
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